More than 225 produce industry members attended the Fresh Produce and Floral Council (FPFC) Northern California luncheon held in Pleasanton, CA on February 23. Connie Stukenberg, CAC retail marketing director, presided over the luncheon as FPFC Board Chair.
The California Avocado Commission (CAC) served as a sponsor of the event, which gathers retailers, handlers and produce industry decision makers from across northern California. As part of the Commission’s sponsorship, Jan DeLyser, CAC vice president marketing, delivered a presentation recapping the 2016 California avocado season, highlighting CAC’s 2017 marketing programs and offering important updates about this year’s crop.
In addition, California avocado grower Ed McFadden (Rancho Simpatica) served as a panelist on the first ever FPFC Luncheon Grower Panel. Ed provided attendees with insights concerning how California avocados are grown and harvested, and emphasized that the quality of the fruit begins with the care provided by the growers.
During the luncheon CAC staff networked with key decision makers, providing them with updates concerning the current crop and discussing unique marketing program opportunities with retailers such as Grocery Outlet and Raley’s.